Is opening up going to be as big as you think… or BIGGER?
Now with the most recent hard lockdown affecting over 80% of the population across Australia, the question on everyone's mind is, will the ‘human’ in us all crave and seek out live events and occasions to come together soon as they can…?
The short answer is, yes.
The more important question vs. what is going to change is, as Jeff Bezos said, “What’s not going to change in the next 10 years?…because you can build a business strategy around the things that are stable in time.”
“The work of Dr. BJ Fogg, founder of the Behaviour Design Lab at Stanford University, is useful in this context. His B=MAP model suggests any behavioural change is a function of Behaviour = Motivation + Ability + Prompt convening at once.
Motivation – are our users sufficiently motivated to engage in the behaviour?
Ability – are your users able to perform the behaviour?
Prompt – are your users prompted at the right time to perform the behaviour?
This model applies universally to behaviour across all cultures and audiences. Simply put, it states that for behaviour to occur, we need motivation, ability and prompt to converge at the same time. This is a great guide to define our new MAP in the context of COVID-19 and we can see it across the board in creative that’s won over Australia in this time of crisis.”
So for Brands & CMO’s what does that look like? Myself and the team have been having a number of conversations across the country in recent days. As each state is at a slightly different position on the road map (wanting to stay clear of politics and state premiers).
I feel the sentiment that the motivation to get out of the house is very high. So as soon as the restrictions start to ease and the ability to be social is afforded, even to myself, I am certainly going to be making moves. Which leaves you with one barrier; how prompt are you going to be to ride that wave of activity when it breaks later this year?
Five, Four, Three, Two, One get the conversation happening and talk to people who are not only trusted advisors in events, but look for teams that have situational awareness in each of your activities locations.
This article was written by Andrew Shand MD of Flare Creative.
Flare has government clients including NSW Department of Justice, NSW Health, Pernod Ricard, InvoCare and McLaren Automotive.